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Marketing Predictions for 2022

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The past two years have been difficult, tense elections, a pandemic and altogether significant changes across the board. At last it seems as though we are coming out on the other side, so as 2022 approaches what are some social media trends you and your company should stay on top of in order to ensure success? 

Social media will still reign supreme in terms of audience outreach. Many companies during COVID failed to properly budget for social media marketing and lost touch with their core audience. COVID also brought about significant impacts that will affect the industry for decades to come. 

First let’s look at Facebook, which has been through a myriad of controversies the past few months. Despite this, it’s still a significant platform with  2.9 billion active users, it’s the largest interconnected network of humans ever created. However, the platform is losing touch with its younger audience, so for those wanting to capture the eye of millennials and Gen-Z it might be best to prioritize elsewhere. One interesting characteristic to pay attention to is Faceboko’s push for E-commerce at the beginning of the pandemic. Facebook and Instagram shops provided another way for retailers to connect with their audiences. .

Then we have Twitter, which has developed a newer and faster development timeline. Countless features have been added within the last 18 months. It has ambitious growth targets, so how is it going to meet them? For one it’s building up payment frameworks. There are new options like Super Follows and Ticketed Spaces which work to facilitate direct monetization for users. While later than Facebook, Twitter is also developing an E-commerce platform, which is interestingly veering into the world of cryptocurrency. Twitter is also looking to prioritize video, making it an even better platform for short-form engagement. 

Instagram is interesting, it continues to be a follower observing TikTok and Snapchat. Its perhaps shifted the most into the commercial realm of social media, becoming less of a platform for connecting with friends and more of a selling platform with countless stores across the explore page. However, this move provides more monetization pathways for creators, and builds a new usage focus for the app in developing markets. 

Snapchat has remained a leader in the AR field and will most likely continue to do so, its better at understanding its audience and has creative and cultural significance that lacks in other platforms. The company has announced in the past that its a camera company, not a social media company so its not significantly changing by following trends. TikTok is the new player on the field and has become embedded in the broad social landscape. It  has now surpassed a billion active users but still struggles with monetization, meaning creators don’t really make money on the app. However, for younger audiences, Snapchat and TikTok are key outreach platforms. 



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